THE RELATIONSHIP BETWEEN BEHAVIOR IN USING SERVICE, SATISFACTION AND SERVICE QUALITY ON MOBILE BANKING (MYMO) OF GOVERNMENT SAVINGS BANK (GSB) PHAHOLYOTHIN BRANCH CUSTOMERS

Abstract

The objectives of this research is to study the behavior in using service, satisfaction and service quality on Mobile Banking (MyMo) of Government Savings Bank (GSB) phaholyothin branch customers. The research was from 252 users of GSB phaholyothin branch customers who registered for MyMo. These samples are collected and analyzed from the questionnaire in order to achieve these factors: percentage, mean, standard deviation and F-test (One-way ANOVA). The results demonstrate that MyMo customers mostly interacted with MyMo more than 6 times per month during 11.01am – 15.00pm at the office. The function which MyMo customers primarily used is money transfer services because of place and time convenient. MyMo customers satisfied in service quality, reliability, tangibles, assurance and the responsiveness of GSB staff, respectively. Eventually, the difference between MyMo customer behavior in using service and service satisfaction of this research determine the statistical significance at 0.05 levels.